🧠 Deep-Dive Brand and Cultural Insighting

Bootleg deployed a cross-functional team of psychologists, sociologists, researchers, food and beverage experts, and designers to understand how baked comfort food lives in Filipino culture today.

Key Findings:

• Bread Shack served as a “small win” for friends seeking moments of escape.

• It provided a playful pause—like a nostalgic toy or comfort blanket in food form.

• The brand held the potential to become an everyday delight for a younger, more emotionally-driven audience.

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🎯 Brand DNA Refinement

From these insights, we developed a new brand DNA:

A Blissful & Inspiring Oasis

FLUFF became a space—not just a store—where joy, care, and light rebellion meet. A place for warmth, laughter, and release.

Its new brand tagline captured the energy:

FLUFF: Life Made Light.

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🧪 Design Research & Field Immersions

To ensure relevance and resonance, our team conducted:

• Global trend scans in breads, snacks, and café culture

• Taste tests and packaging critiques with culinary tastemakers

• Interviews and workshops with customers in Manila and Davao

• Retail immersions and brand audits of both Bread Shack and competitors

• Visual and experience audits of stores, kiosks, and online presence

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🎨 Brand Identity & Character Creation

Partnering with Brandyard, we brought the brand to life visually and experientially. FLUFF was designed to feel light, comforting, and slightly magical.

The key visual device? Claude the Cloud—a warm, huggable mascot who drifts through life bringing joy and softness. He hugs buns, floats across menus, and embodies the heart of the brand.

The color palette, typography, packaging, and spatial design all echoed the brand’s key themes: softness, lightness, delight.

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